Kanpur Philosophers

ISSN 2348-8301
International Journal of humanities, Law and Social Sciences
Published biannually by New Archaeological & Genological Society
Kanpur India

Vol. IX, Issue I No.11 : 2022

A STUDY ON CONSUMER SATISFACTIONAND BUYING BEHAVIOUR OF NATURE’S
BY-PRODUCT IN COIMBATORE CITY

E.SOWMIYA DEVI, M.Phil Scholar, Kongunadu Arts & Science College, Coimbatore, Tamil
Nadu

K. MYILSWAMY, Assistant Professor, PG & Research Department of Commerce, Kongunadu

Arts & Science College, Coimbatore, Tamil Nadu

Abstract

“Marketing is an ever-lasting communication with customer that instructs and figures

exchange relationship over a period. Marketing aims at satisfying the consumer needs and desires.In
this study it reveals the consumer awareness, Perception and their Satisfaction of buying towards
Nature’s by-product which is produced from several herbs of ingredients for maintaining the
consumer Health and Well-being of Life. Most Brand companies are adopting with the strategy of
Nature, Herbal, Organic and Ayurvedic to Construct a Brand Loyalty of their Products. In this
Research, Primary data are collected from 100 respondents by convenient sampling method through
questionnaire and also by interview method in Coimbatore district. This study consists of simple
percentage analysis, correlation analysis, and chi-square testing of hypothesis for analysing various
data collected from the respondents. The present study reveals that the Buyers are more likely to
purchase fresh and nature products over the recent years.

Key words: Consumer perception, nature product, buying attitude, health awareness.

Introduction

Natural Healthy products are naturally occurring ingredients that might be useful for
sustaining healthy state. Nature products can convey a Healthy option which makes them with a
premium thing that gives a marketer’s Healthy margin. Consumers can use these products for
several thousand of years to maintain Health. The usage of Herbal Beauty products is better-quality
to the customers for concealment to self-process and there is a huge enhancement of demand towards
the Herbal Products. Consumers prefer the Nature prototype for ensuring Health and well-being
whereas the marketers choose the consumer preferring strategy to develop their Market Growth of
the Product.

Statement of the Problem

Marketing the Ayurvedic products to the buyers or group of buyer, who desire to purchase or
avoiding purchasing the products, consumer will create the demand for them. Though the product is
Natural and Herbal one, it can be added with some chemicals and preservatives for long-lasting and

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attraction to the consumer for buying perception. There can be a wide variety of products to prefer
but the consumer taste and preference are changing in their day-to-day life.

Objectives of the Study

1. To determine the socio-economic profile of the respondents for buying Herbal Products.

2. To study the consumer awareness, Perception and Buying attitude of Nature’s by-product.

Scope of the Study

This study covers the Ayurvedic and Herbal Products that are being chosen by the consumer
in their day-to-day purchasing attributes. It brings the determinants manipulating the consumer
awareness and their buying perception towards Nature’s by-product.

Research Methodology

Research methodology refers to techniques or tools used to gather, sort and analyse the data
concerning the research work. The major source of data collected from both primary and secondary
source. The research work involves questionnaire method of multiple choice type of questions to
extract the data for analysing the data. The research work involves the published information of
Research scholars, Thesis, published books of marketing management. A sample size of 100
respondents taken for the study is collected from Coimbatore District. This study was conducted in
Coimbatore city. The tools for analysis include percentage analysis, correlation and Chi-square test.

Analysis and Interpretation

Personal Details

No. of.
S.No Source Factors % Total
Respondents
Below 18 Years 17 17
1 Age Group 19-30 Years 35 35 100%
31-40 Years 33 33
Above 41 Years 15 15
Male 35 35
2 Gender Female 55 55 100%
Third Gender 10 10
3 Unmarried 75 75
Marital Status 100%
Married 25 25
School Level 08 08
Degree Level 32 32
4 Educational Professional Course 29 29 100%
Qualification Engineering Level 31 31
Others 10 10
Home Maker 20 20
5 Student 30 30
Current Occupation Employee 15 15 100%
Businessman 10 10
Professional 25 25
< Rs.10,000 13 13

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 6 Rs. 10,001–Rs.25,000 27 27
Monthly Income 100%
Rs. 25,001–Rs. 50,000 25 25
> Rs. 50,001 35 35
Product Details
S.No Source Factors No. of. % Total
Respondents
TV Advertisement 33 33
Consumer Word of Mouth 18 18
7 Awareness Social Media 20 20 100%
Magazine/ Newspaper 16 16
Others 13 13
Nutritional Health 32 32
8 Preference of Balancing Diet 23 23 100%
Purchasing Brand Loyalty 30 30
No side Effects 15 15
Freshness 24 24
9 Benefits of Hygiene 28 28
Purchasing Immunity Power 33 33 100%
Other Benefits 15 15
10 Reliability of Truthful of 20 20 100%
Information Information
Ayurvedic Type 24 24
Ethical Representation 22 22
Suggestion to
16 16
purchase
Effective
18 18
Advertisement
Quality is not good 22 22
Price is too high 12 12
11 Problems of Purchase UsualBrands 100%
Purchasing 28 28
Products Inconvenient 18 18
Lack of Awareness 20 20
Email Apologies 25 25
Discounts on Future
27 27
Purchase
12 Recovery Strategy 100%
Personal Phone calls/
15 15
letters for Repayment
Never MadeComplaints 11 11
Unclaimed 22 22
Source: Primary Data

1. It is found that 35 percent of the respondents are between 19 and 30 years of age.

2. It is clear that 55 percent of the respondents are Female.

3. It is shown that 75 per cent of the respondents are Unmarried.

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4. It shows that 32 per cent of the respondents are degree level.

5. It figured out that 30 per cent of the respondents are student.

6. It is clear that 35 per cent of the respondents are earning more than Rs. 50,001 as monthly
income.

7. It is shown that 33 per cent of the respondents are getting awareness through TV advertisement.

8. It summarized that 32 per cent of the respondents prefer the product for nutritional health.

9. It is pointed that 33 per cent of the respondents are gaining Immunity Power.

10. It is opined that 24 per cent of the respondents are reliable about ayurvedic type of the product.

11. It is opined that 28 per cent of the respondents have undesirability due to purchase usual
brands.

12. It opined that 27 per cent of the respondents are recovered with strategy of discount on future
purchase.

Correlation

To find out the Correlation between Awareness and Reliability of Information about the
Nature Product. Hence it is concluded thereis a High Degree of Positive Correlation. It Interprets that
the awareness about the product rises, it is accountable to be More Reliability of Information about
the Nature product.

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Testing of Hypothesis

Chi-Square Test

H01: There is No significant relationship between the Age and their Types to preference the
Nature product of the Respondent.

H02: There is No significant association between Gender and Overall preference of the
Nature Product.

Degree of Level of 5%
S.No. Calculated Value Table Value
Freedom Significant
1 9.444 21.03 12 Insignificant
2 60.349 12.59 6 Significant
Source: Primary Data

The computed value of chi-square value is smaller than the table value at 5% level of
significant. Thus, null hypothesis is accepted and there is no significant relationship between age and
types to preference the nature product of the respondent. The calculated value of chi-square value is
greater than the Table value at 5% level of significant. Thus, null hypothesis is declined and there is
a significant relationship between gender and overall preference of the nature product.

Suggestions

1. Consumer purchase nature product to improve their healthy diet and Immunity power in their
day-to-day life.

2. Creating effective awareness about the nature product will motive consumer to repeat Purchase
of the nature product.

Conclusion

It is concluded that nature product along with their supplements must reach the entire
consumer for their Health care. Thus, it is a duty to educate the consumer and create awareness with
knowledge about the natural herbs included in the products. Today herbal products are trust to serve
humans to improve their moral health with the use of those natural sources.

Reference
1. Modern Marketing Books with Principles and Practices.
2. Digital Marketing in Indian Context.
3. Marketing Communications: Offline and Online Integration, Engagement and Analytics.
4. www.google.com
5. https://.wikipedia.org/wiki/listofindianFMCGCompanies
6. https://www.healthline.com/nutrition/best-turmeric-supplementsprices
7. doi:10.1038/nature10232
8. doi:http://dx.doi.org/10.1509/jmkg.2005.69.4.167
9. www.goodreads.com

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